Further research findings – Chiara

MGA Entertainment: http://www.mgae.com/

An American owned children’s toys and entertainment products manufacturing company founded in 1979.

Most well know products are the Bratz (fashion) Dolls. MGA Entertainment also produce Bratzillaz, Lalaloopsy, Mooshka, Moxie Girlz and Moxie Teenz.

MGA Entertainment are a global franchise that also own The Little Tikes Company (http://www.tikes.com.au/) which produce play equipment and toys for toddlers.

Bratz Dolls

Bratz Dolls are a more modern version of Barbie Dolls. Bratz Dolls are typically long haired, big eyed, small nosed, big lipped, skinny “teenage” figured type dolls that are typically targeted at young girls and are marketed to girls ages 7 and above. The dolls often come with fashion accessories like heels, mini skirts, dresses, crop tops and makeup.

Review of the product:

“Bratz are the modern-day Barbie dolls whose vampy appearance has upset many parents seeking healthy role models for their daughters. Mind you, these dolls are marketed to tween girls, whose notions of womanhood are still being formed. But it gets worse. The TV show computer-animates these dolls, providing them with voice, a theme song, and a world where parents are absent and teens make all the rules. They wear so much makeup that they look like they loaded up on too many samples at the cosmetics counter.

In one episode, the Bratz are expected to put on a fashion show for their fashion class. The boys of the show contribute by singing a hip-hop song about hanging out and checking out “all the girls.” The Bratz then triumphantly appear decked out in high boots and mini-skirts so skimpy that a faulty camera angle would make Janet Jackson’s Super Bowl exposure seem innocent. Parents will absolutely want to screen this program to see if it’s appropriate for their kids.” – https://www.commonsensemedia.org/tv-reviews/bratz

Many parents and families have expressed concern when it comes to the Bratz dolls. Many parents view these dolls as unfit role models for their young girls as they are believed to set unrealistic and in some cases dangerous standards of beauty as well as not being suitable role models for young girls. The Bratz Dolls are sometimes critiqued for using sex and objectification to sell the product to young, impressionable girls.

In terms of diversity, the dolls are very lacking as all dolls are designed to fit the standard of beauty set by current day society: making all dolls have long hair, skinny figures, big eyes and lips, small noses and wear skimpy “fashion.”

MGA Entertainment has changed the designs of the dolls over the years to include a range of dolls from different ethnical backgrounds rather than the typically white dolls that was previously the only available range, however the company skill designs these dolls to fit the stereotype of a “beautiful teenage girl” which typically results in the over sexualisation of these kids toys.

These dolls are designed and marketed to appeal exclusively to girls only and depict girls as “sexy, girly, skinny, overly feminine, riskay”

Bratz the T.V Series

“The four main characters are Cloe, Sasha, Jade and Yasmin. The girls live in a high-glam contemporary-style metropolis called Stylesville. They own and run their (own) eponymous magazine company, Bratz Magazine, which was established after Jade was fired from an internship. They also attend Stylesville High where they take their favorite classes, including a fashion course, and they are also cheerleaders. Their rival magazine company is Your Thing Magazine, owned and run by their business rival, Burdine Maxwell, who self-proclaims herself as the “Reigning Queen of Fashion”. The girls’ adventures are exploited throughout the series, both in and outside of Stylesville.” – https://en.wikipedia.org/wiki/Bratz_(TV_series)

 

Notes on Bratz the T.V Series

The T.V Series makes an effort to depict young girls as independent and career focused/successful. This could be seen as an attempt to make young girls feel empowered.

However the show revolves around rivalry between girls and the necessity of attention from boys and the need to be seen as “sexy” or “hot” in order to feel “popular” or “important.”

Bratz the App

“Head to the Create-It-Yourself (CIY) Shoppe™ in the Bratz app where you can design anything you dream up.

In the CIY Shoppe™, you’ll be able to customize fashions, snap pictures, conquer daily design challenges, play unique games, and watch Create-It-Yourself videos as well as the latest episodes of the Bratz.

So, what’s stopping you? It’s time to get making.” – http://www.bratz.com/en-us/app

After the dolls and the t.v shows and movies, came the Bratz App.

In this app, girls can design and dress their Bratz doll and participate in activities such as shopping.

Notes on the Bratz App

All of the designs and clothing options for the Bratz dolls are over sexualised and inappropriate for the age group of which the app is targeted at. There is not a lot of diversity for gender, race and personality.

References List (Raw)

1) MGA Entertainment: http://www.mgae.com/

2) MGA Entertainment, Wikipedia:  https://en.wikipedia.org/wiki/MGA_Entertainment

3) The Little Tikes Company: (http://www.tikes.com.au/

4) Common Sense Media “we rate, educate and advocate for kids, families and schools” : https://www.commonsensemedia.org/tv-reviews/bratz

5) Bratz Dolls: http://www.bratz.com/

6) https://www.youtube.com/watch?v=PO9hko1ZHsU

7) https://en.wikipedia.org/wiki/Bratz_(TV_series)

8) http://www.bratz.com/en-us/app

9) MGA Press Releases: http://www.mgae.com/en-us/section/releases

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